Getting the message across during a pandemic. How well are we doing?

Stay at Home. Protect the NHS. Save Lives.

How many times have you seen or heard the message? Probably in the hundreds by now. It’s probably spread faster than the virus – and has come at us from all angles: Boris’ lectern, virtually all marketing channels imaginable, adrenalin-fuelled news presenters. The list goes on.

A friend recently asked me what I’d made of the UK Government’s communications during the pandemic, and who have been the most effective communicators in this time of national crisis. A really good question to chew over. So I thought I’d turn my Sunday morning musings over tea & rhubarb crumble biscuits into a blog!   

The Government has naturally been the focal point of communications. It’s their job to protect our health and well-being after all. Ultimately, we can argue about the nature and the timing of the different national interventions to stem the spread of the virus until the cows come home. And we should do. But only time and major international studies will really guide us nearer to the truth.

So, let’s focus on the communication of the Government’s policies. I think it’s generally been a solid performance. The messages are basic, clear and 'Ronseal' (do what they say on the tin). The creative work isn’t over designed, fanciful or clever (albeit with a strong dark undercurrent of a green viral threat if we don’t take the required measures) On the whole the design just promotes the clear narrative.

The messages also have a clear ‘exchange’ - a vital component of successful marketing: stay at home – and you will help save lives and protect the NHS. And the main ‘messengers’ have been the Government’s medical and scientific experts. This is obviously a sound move – as we know from reams of studies that doctors and scientists are far more trusted than politicians.

So, lots of ticks in many of the right boxes. 

But some commentators have raised whether communications have been practical enough – i.e. what does social distancing of 2 metres actually look like in the real world: for example in the park (is 2 metres the length of a park bench?) or on the pavement (is it a car’s length?) But we are all in this together - so it’s been good to see the public and other cross sector organisations filling this gap - for example park dwellers have started to mark out the distance in chalk on the pavement for other users. People power in action. 

It’s also important to flag that some groups in society may need more motivation to change their behaviour and stay at home, keep their distance etc. This is where more emotionally resonant communications which appeal to both ‘heart and mind’ can really play their part.

Again, people power has come to the fore in videos shared widely across social and mainstream media – for example exhausted front line doctors in London graphically depicting the 'tsunami' of patients they’re treating – both young and old – some of whom will live, some of whom will die. They effectively penetrated our life-worlds with the brutal reality of what's happening on the ground in our hospitals - imploring us to stay at home. Also, who could not be moved by the emotionally wrought critical care nurse breaking down in tears after her local supermarket had been stripped of many vital provisions? Our emotions play a strong role in driving behaviour – and these communications have been pivotal.

Some (but by no means all) commercial brands have really stepped up to the mark by using their products, assets and expertise to help in a time of national crisis. Whether it be Pret a Manger distributing free hot drinks and cut price food to NHS workers or BrewDog (the alcohol brand) turning their hand to producing alcohol-based hand sanitiser. Consumers will remember these efforts when the dust finally settles.

Finally, turning to the media, it’s been interesting to track the renaissance in radio feature programmes and true investigative reporting to get behind the headlines and give practical advice on staying well as we all grapple with the ‘new norm’ of lockdown.  

As an international colleague involved in the pandemic said to me in January: ‘This is not a film – this is real. It is global. It is now. Strong actions and strong communications are needed.’ 

The pandemic has tested us all – but personally speaking, although communications haven’t been absolutely perfect, there has been a lot of good work to applaud and it’s been really spiriting to see strong and positive communications responses from different organisations and individuals across society. Long may it continue in the weeks and months ahead.